Burger King is the second largest hamburger chain in the world, but it aims to beat McDonald's in the field of sustainable packaging. The "royal" fast food restaurant has decided to experiment with reusable packaging in the cities of New York, Portland and Tokyo.
I'm not sure customers will appreciate it. The idea is that you order a meal and specify that you want reusable packaging, for which you are charged a deposit. When you return it, the deposit is refunded, as in the old "non-returnable". The package is then washed, although it is not clear where or how. The press release only states that this part of the process is handled by the “Circular Packaging Service, loop".
I appreciate the effort, but I'm not sure they thought 360 degrees about the user experience.
What will the procedure be, for example, in the case of delivery? Will the packaging used in the past also be "redelivered" at that time? And with collection in store? For example, let's say I live in one of these three cities and order Burger King takeout, asking for reusable packaging. Later that week I return to Burger King with the box and order a new menu from the drive-thru window. Asking for reusable packaging AGAIN. How will the deposit be refunded?
Another note of skepticism comes from the choice of colors. It's probably well-reasoned, but given that the press release insists that “Loop's cleaning systems were created to sanitize food containers and cups. This means that everyone will be hygienically clean and safe before each use”, I think this needs to be communicated to customers visually. And I don't think brown is a great color choice.
With a white package the association with cleanliness would be better, and the feeling of trust would increase.
The program will start in the first quarter of 2021. And considering the "monster" consumption of paper and plastic by the major global fast food chains, I wish this reusable packaging program all the best.
